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Drawing from an intersectional feminist framework that takes seriously small data and everyday life, this article suggests there is a shift toward one\u2019s work being part of a personalized media economy that can relate to one\u2019s audience. This study concludes with an invitation to think how folks under neoliberal capitalism are willing to leave secure, traditional 9-to-5 jobs, in order to be a professional gamer without any social safety nets and ultimately be always-on-the-clock.<\/jats:p>","DOI":"10.1177\/1461444819831653","type":"journal-article","created":{"date-parts":[[2019,3,4]],"date-time":"2019-03-04T00:07:53Z","timestamp":1551658073000},"page":"1750-1769","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":80,"title":["Never give up, never surrender: Game live streaming, neoliberal work, and personalized media economies"],"prefix":"10.1177","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6322-0073","authenticated-orcid":false,"given":"Nicholas-Brie","family":"Guarriello","sequence":"first","affiliation":[{"name":"University of Minnesota Twin Cities, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2019,3,3]]},"reference":[{"key":"bibr1-1461444819831653","unstructured":"Abidin C (2013) \u201cCya IRL\u201d: researching digital communities online and offline (Special edition: humanising collaboration). 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